Factors affecting the success of business‐to‐business international Internet marketing (B‐to‐B IIM): an empirical study of UK companies

Proposes 33 critical factors classified into five categories and validated empirically through a sample of 123 UK companies, discusses the significance, importance and implications for each category and makes recommendations.

Abstract

Business‐to‐business international Internet marketing is one of the key drivers in sustaining an organisation’s competitive advantage. The challenge for organisations today is to understand the factors that play a critical role in utilising Internet capabilities and their implications on business strategic objectives to enable them to compete successfully in the electronic age. Proposes 33 critical factors classified into five categories and validated empirically through a sample of 123 UK companies. Discusses the significance, importance and implications for each category and makes recommendations.